P&G to cut $2B in ad spend, focus on quality | McCann, Nespresso put Clooney inside movie favorites | Turner's Martin on why TV advertising needs to be revolutionized
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April 27, 2017
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P&G to cut $2B in ad spend, focus on quality
Procter & Gamble plans to save $2 billion in marketing investment over the next five years, half of which will "come from media rates and eliminating media supply chain waste," said Jon Moeller, chief financial officer. He explained that the brand's advertising would need to hit new standards of "irresistible superiority," citing Always' "Like a Girl" and SK2's "Change Destiny" as campaigns to be emulated.
Advertising Age (4/26),  Campaign US (free registration) (4/26) 
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Introducing Viacom's "For All Fankind"
What happens when fans and the brands they love come together? The party of the century. Viacom’s latest “For All Fankind” campaign brings fan passion, emotion and engagement to life like never before, and puts you right in the middle of the action.
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McCann, Nespresso put Clooney inside movie favorites
George Clooney and Muppets
Click to watch video (Nespresso/YouTube)
McCann New York's new campaign for Nespresso stars George Clooney popping up inside iconic movies, appearing next to the Muppets in their big-screen debut, alongside John Candy in "Planes, Trains & Automobiles" and with Burt Reynolds in "Smokey and the Bandit." The campaign is running across TV, social and digital in the US and Canada.
Adweek (4/26),  United Press International (4/26),  Advertising Age (4/26) 
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Turner's Martin on why TV advertising needs to be revolutionized
Turner Chairman and CEO John Martin announced that the network is making ads more targeted and cutting the number aired during original shows, explaining that TV advertising has to undergo radical changes to retain viewers. "Ad-supported television is not going to be able to sustain if you continue to interrupt the television shows with very quick spots and dots commercials," he warned.
FierceCable (4/26),  Bloomberg (4/24) 
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HP's new digital, social push highlights recruitment bias
HP's new campaign spotlights recruitment bias, showing black candidates at interviews being dismissed with the words, "We'll be in touch," with copy on the screen explaining that "When qualified for a job, African-Americans are 3x more likely to experience a denial." The 60-second spot is running on digital, including paid social, and future ads will highlight bias against LGBT communities and women.
Advertising Age (4/26) 
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Market Trends
Report: Mobile now makes up more than half of digital ad spend
Mobile
(Matt Cardy/Getty Images)
Spending on mobile advertising accounted for 51% of the total $72.5 billion allocated to US digital advertising last year, the first time mobile has passed the halfway mark, per the IAB Internet Advertising Revenue Report. Mobile ad investment spiked 77% to hit $36.6 billion in 2016, compared to $20.7 billion in 2015.
AdExchanger.com (4/26),  The Wall Street Journal (tiered subscription model) (4/26),  The Drum (Glasgow, Scotland) (4/26),  Reuters (4/26) 
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Take control of your career with these action steps
Notebook
(Pixabay)
Define what you want the next stage of your career to look like, as well as your likes and dislikes, in order to start making healthy career decisions, Jacqui Barrett-Poindexter writes. "Bottom line, being clear on your destination for the next chapter of your career is critical for getting there," she writes.
Glassdoor (4/25) 
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There is no better test of an advertisement than whether or not it actually sells the product! In fact, it is the only true way of determining if your advertisement works.
John Caples, member, Advertising Hall of Fame
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